Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Bleach in the Netherlands

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Executive Summary

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PROSPECTS

Environmental concerns affect volume sales of bleach

Bleach biodegradability is a cause for concern amongst environmentally conscious consumers. As a result, some consumers are avoiding using bleach at all in their homes, which affected volume sales of bleach negatively in 2018.

Consumers substitute bleach with other cleaning products

Bleach is normally used for cleaning toilets, bathrooms and surface areas to kill germs and bacteria effectively. As a result, it is one of the most common home disinfectants that Dutch consumers trust.

Average unit price of bleach increases slightly in 2018

Average unit price of bleach increased slightly in 2018 because of inflation. Surprisingly, bleach from brands such as Glorix were offered with price promotions in 2018 occasionally.

COMPETITIVE LANDSCAPE

Unilever Nederland still dominates bleach in the Netherlands in 2018

Unilever Nederland continued to dominate bleach in the Netherlands in 2018 with its Glorix brand. To compete with private label and also to lure consumers to use bleach more often, Unilever’s Glorix was occasionally promoted in supermarkets such as Albert Heijn.

Private label makes slight value gains in bleach

Due to the difficulty of differentiating products, consumers normally go for the lowest price when it comes to bleach. As a result, private label offers the lowest prices most often; nevertheless, private label made overall value share gains in 2018.

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